Millennial Pet Parents Opps: I and love and you loses CMO amid spend declines (Score 41)
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- I and love and you (ILY) lost its CMO, Lindsay Rabaut.
- Rabout is now the CMO of Inception Fertility.
- We will be sure to update you if it hires another CMO.
In other news:
- ILY promoted Aubre Tadmori to head of brand in August 2023.
- Tadmori joined the company in 2018 as category & shopper insights director.
- She appears to be the company's current top marketer.
Target demographic: Millennial pet parents
Once it hires a new CMO, the company will likely:
- Return to higher ad spending
- Try additional ad channels
- Seek agency partners
Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
- YTD spend: ILY spent around $55.5k on digital display ads YTD, down from $445.3k spent in this channel during the same time period of 2022.
- YTD data: 8.4m impressions via Instagram (48%), Facebook (45%), desktop display (7%), and YouTube (1%).
- 2021-2022 spend: Full-year spend jumped by 52% from $296.5k in 2021 to $450k in 2022.
- Ad location: It placed 99% of these ads directly onto sites such as instagram.com, facebook.com, wistv.com, and youtube.com. It placed 1% of these ads indirectly through an unknown channel onto wistc.com.
Agency analysis:
- Opportunity: I recommend offering creative, media, digital, social, & PR services.
- We have not confirmed any current agency relationships for ILY.
Insight Sources: Digital spend insights estimated by Pathmatics.
